The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 1 month ago

The Sales Trainer's Happy Hour: Credibility


It’s late in the sales cycle and suddenly a bunch of your reps develop a new superpower for giving BS excuses — my buyers all went on vacation, they’d buy us if we weren’t so expensive, my dog ate their key decision-maker. How did this happen? Were they bit by a radioactive liar?

Late-cycle excuses usually mean early-cycle mistakes. One of the biggest ones? Failing to establish credibility.

This week, we’re trying something a little different — and there’s booze involved. Lisa Schnare, Natalie Pitchford, and Carlos Nouche join me for drinks to discuss why credibility matters and how to build it fast. Pour yourself a drink and strap in for a B2B Revenue Executive… Experiment?

In this episode, we break down what it takes to quickly establish credibility, including:

  • Personalization
  • Preparation
  • Authenticity
  • Overcoming anxiety

Now that you know the secrets to establishing credibility, are you ready to crack the code to effective outbound marketing or learn more about the entrepreneurial journey for women? Check out the full list of episodes: The B2B Revenue Executive Experience. 

You're listening to the BB revenueexecutive experience, a podcast, dedicated ELP executives, train theirsales and marketing teams to optimize growth, whether you're looking fortechniques and strategies were tools and resources. You come to the rightplace. Let's accelerate your growth in three two one: welcome everyone to thebed, be revenue executive experience. I mean WHO's. Chats Anderson Today we'retrying something different and full warning. This is a not safe for workepisode. There is alcohol involved, so cheers to everybody. That's with metoday we're going to just have kind of a rift, and we brought in three of ourother associates and experts. Frou Natalie, PITCHFORD's, Lisa Schar,Carlos Noche, and today we're just going to have some drinks and we'regoing to talk about how important it is to have a credibility, introduction,build credibility right out of the gate and all of the things that go into thatand then the inner connectivity of it. So to start, I'm going to kick it toLisa, since it was her idea and her topic so tell us what you think aboutthis yeah. So thanks chat. I think when we talk about credibility, we don'tconnect it down into all of the things that actually make up the equation ofcredibility. So when we're talking about things like personalization andresearch and account planning, all of those things are elements of ourcredibility introduction, and why is that important? It's important, becausepeople today buyers today expect us to have a certain level of understandingof them and their business and their issues before we even get on the phone.Otherwise, how do we actually earn a fraction of their attention when we'reone of thousands of vendors trying to get their time, so the importance ofthat gets boiled down into a tactic often times when we're talking to sales,people and and sales development raps, it's Oh, I have to personalize, becausethen I get a better response rate. Well, that's that's way to in the weeds.Actually, the reason we want to personalize is because it buildscredibility and trust in us in our business as a trusted partner for theirbusiness. So I think that topic is something that I'm looking to Carlos.He I'm sorry, I'm sorry, I'm looking at Carlos's face and I'm dying over herebecause he's got this like grown grumpy professor thing going on.Are you disagreeing? Are you agreeing with her what's going on what this isgood to know that have ever get captured by terrorists? They won't beable to get it out of me just face on my facial expression. So thank you. Iam completely agreeing with her. In fact least, I you know there's a saying that you knowpeople remember how you made them feel much longer than anything that you sayso when you think about that initial engagement with someone. If you cantalk about things that they care about, that they can relate to where it's notabout us and our products. I think you're it right on the money. So sorrythis is. This is not happy face day tomorrow. Tomorrow's podcast will havehappy face day when we think about that credibilityNelly. Why is it so important? Why is it so important? What are we trying toovercome right out of the gate in the first first meeting? And how long do wehave to do it? You know inherence is I we not a lot oftime? You know- and this is one of those interesting points right- is thatwhen we talk to various people about how much time do you think you havewhen you establish credible to we get a wide range of responses, but reallyyou've got less than sixty seconds to establish that credibility, and it'sreally important, because what you're doing there is you're actually tryingto earn the right for more time, you're trying to earn the right to spend moretime with them. You know you know having conversations about what you doand how you can impact their business. So it's really critical that thoseyou're prepared to lease this point you've got to do the research. You hada time Ye atle prepared to have those...

...conversations to establish thatcredibility in sixty seconds are left and when we think about doing it well-and we all know- I mean- we've all worked with so many companies. We knowthat not many people excel with this, to put it nicely at what kind of whatgoes into it, I'm just going to throw it out to the group what goes into it.To Make It successful, I mean we all know we have to overcome thestereotypes of being in sales and it's even more critical today, because ofthe virtual and all the mental health impacts that coid has had pushingeverybody virtual. So how do you? How do you do it? Well, what makes it whatmakes for a good credibility, introduction and the ability to get itright and connect right out of the gate? Well, throw you guys! That's Har Jumpin for a second here, because I often work closely with with salesdevelopment teams, so SDRs PDRs, and they feel that I hear so often- and youknow who you are, that they don't actually want theirteamsi spending time doing research, because it affects the quantity or theyeah. The quantity of calls and emails that are going out so they're soconcerned about not being able to hit that one hundred calls a day numberthat they don't want the team doing research. Well, okay, if that's thecase, then your enablement team, better step up and actually provide likepersona based messaging and at the very least industry based messaging, thatmakes it more available and and keep it updated. Don't do it once theindustries and persona like concerns change on such a regular basis. We talkabout it all the time, how two thousand and twenty everyone's business issuesand focus change during the pandemic and in the blink of an eye. So guesswhat you can't just build or like build a grid of this once and think? Okay, Ican use this research from ten years ago and give my teams this and enablethem with this. No, it has to be updated. It has to be regular and ifyou want to personalize it scale, you should at the very least, be providingpersona base messaging. That touches on those points of like what that rolereally gives a crap about. HMAN, it's a really good point right. We haveleadership that thinks activity over quality is going to be more effectiveand we don't want people spend in reach or the SR themselves or even a es thatare which you all should be prospecting as well. Let's just be really freakingblond, you're, not what you should be, so the companies want, you know, wantthe activity, but don't necessarily understand the connection with the prepor the practice, and so, as a result of that, it has some serious negativeimpacts not only on the individual but on the brand and we've all seen this.So I'm curious from your perspective with the clients that you work with andjust for the audience we're talking about global here now at these inJamaica leases in Canada, Carlos is outside of the US in Georgia and I'm inColorado. So when we talked about this, we're talking about a global impact isglobal perspective. Why is it that leadership? What is it that's drivingleadership to not allow foreign power or enable their individuals to do thejob the right way, all right so to chat. I might disagree with you just thetinge, because you know I just love to do that. I don't think that they don'twant you to spend the time energy. I think leadership gets lost a little bitin the weeds like Lisa said the way they'll say hey, you know we need toreally connect with folks. However, as soon as a rep pushed hisback, he says well, we who, if I ask more questions about them and theirbusiness. If, if I spend time preferring this, I'm going to have lesstime to really work the deal, and that is the big false the reality is you got to slowdown to speed up people miss these incredible sportessteps. I know this is all about credibility. This is what this podcastwas about and we're trying to establish some so that we can get them to open upto kind of share with us about them their companies which working what'snot so we can find do we have them atch... Can we work together, but let mefast forward to the end of the quarter. If we don't spend the time researchingthem a little bit at least the segment, you know trying to understand them alittle bit better right, making an effort to not make it about us. This iswhat happens at the end of the quarter when it's time to you know to get thething forecast, hey yeah yeah, they love us, they think we're great. Idon't know who really signs. Oh they're on vacation yep, it's still a dog fight,but they would really by us. If we just were it so expensive, I mean the listof Malarky excuses is a mile long, so folks, if you're, seeing any of thatlate cycle, think early cycle we didn't put in the effort. That's the word theeffort to really try to connect with someone early on a sell lie, and it allstarts to this credibility. Introduction calling a value basedstory. Call it a credibility in Tro Hey! Can we share something with them in ourearly conversation and I'm talking about seconds not minutes that gets emthe go? Hey! You know what this is kind of interesting, I'm willing to spend alittle bit more time with you. We were you know. We've all heard this beforepeople like people that are most like themselves, so you got to be talkingabout the challenges, the problems, the situations that these people are facing,which focis not about our product or servicesand how great it is. So I don't know I kind of got re full circle, but heyputting in the effort early on day's huge dividends later on. It could bethe reason why they don't include another vendor in the competition necould be the reason why they sponsor to meet with ultimate power because theyhave confidence in you. Those little things make a huge difference at theend of the day. Well, all right, so leadership plays a role in this, and wesay you know I say they don't give the room for it, and I agree with you. Theyprobably want you to do it. They just don't think about the ramifications ofit. What about the individual? I mean, at the end of the day, we're allresponsible for what we're bringing to the table the things that we're doingleaders should be damned. I mean we have to be good corporate citizens andwe have to part of the team. But what is it? That's keeping what you know.What do you think from your perspective or what you've seen Nale? What keepspeople from doing this basic step of just putting some thought into it, sothey can, in sixty seconds capture the attention and captivate somebodyconnect with them in a way that will actually establish credibility. Whatkeeps the individual from doing it? You know, I think it ties back to causethis point right. It's time that I don't think I have the spin, because Idon't connect the Dutch to see how impactful it can be, but the foot outof that is, can you afford not to do it? So if you go back and you know weanalyze, those successful leaves and those six figured deals right. A lot ofthat has to be doing with you did something might up from the establishyourself or your organization as a credible and a differentiated player inthe market right, and it's so important that we connect to them and they're.Just I think a lot of folks are just not seeing that connection betweenspending the time and the end result as Callis mentioned her earlier, and youknow, if I think about it, if we even flip it and why do we buy, you know, asindividuals is basic individual who do you give your time to right as anindividual, and I think that's the connection made to make at the end ofthe day we're engaging with people right? Why would you give someone yourtime? Why would you spend that much more with someone? You know what is itthat they said? How did you establish, but how did you actually understandthat this is the first time I want to spend more time with, and a lot of thathas to be doing with a good intro. Will that be on the phone with it be evil,but having really someone differentiating themselves up from sothe need to answer you question Chalot, why they don't do it? I think they doneed to see the correlation between doing it and the results at the end ofthe day. So I'm going to go, I'm going to go one step further and say I thinkthere's also generational challenges...

...right and I think I think you get intobaby boomers. This is not going to know baby boomers going to be surprised bythis. They all understand that to capture credibility and I'm not I'm notgenerational bashing or whatever the non PC tervis. But if you think abouteven Jen exer, we started to grow up. I'm Jen actually started to grow upwith screens in front of our face. millennials were the first generationto grow up completely with screens in their face. Gensei gone even furtherwith that and their ability to connect to be human to be authentic can boildown sometimes to a text that says sup. So how do you help somebody with that?Maybe he's never been taught about how to condense your words and deliver itclearly concisely passionately in a poignant way how how or leadershipsupposed to work with those types of generational differences to help theseteam members see the importance of it. Are there things that they could bedoing that approaches they could be taking? Anybody have ideas on that, soI think you touched on it almost on the head. When you said authenticity andgenuine curiosity has been a a line item on my checklist for hiring myentire career understanding. A business should be a genuine curiosity of yoursand if it's not you're in the wrong business, because if you don't actuallycare or aren't actually interested in how businesses work and the problemsthey face day to day and how do they think about their performance andgrowth, then you're just going to get stuck in this. Like line item ofResearch, Oh yeah check box, whatever research done and you're going to burnout, ultimately, because every day that you spend doing researchyou're going to resent, because you don't actually connect to it, you don'tactually find it interesting and that comes across. I think we can all agreethat it very much comes across in the way that you sell. If you don't, if youdon't actually care about the research and be if you don't actually care aboutwhat you're selling people pick up on that so quickly, and so authenticityand genuine curiosity are two of the biggest things that are hard to train,but I think connecting like the importance of it to being a master ofyour craft. You know, I think, that's another thing that we just don'ttranslate across enough in sales is like yes, there's still this stigmaagainst us, there's still the stigma that we're the snake oil salesman orwhatever, but if you're a master of your craft- and you actually give ashit- and you are genuinely curious about those people and you're authenticabout what you sell in your enthusiastic about what you sell,because you believe in that too, I don't think you can lose at the end ofthe day cors and I just turned on to a drinking game any time anybody swearswe drink, we did it. We did I one to swear at. You are you're the first oneto drop it, but that's okay! The morning at the beginning, this is notsafe for work. This is real. This is perspective that either find iteducation on side on to Ri am one hundred percent on that bus,one of them all right. So we've got so. We had generational differences, I'mcurious from your perspective. What do you think the role fear plays for thedifferent generations and the level of experience that these individuals havein terms of their ability to say they crafted a beautiful credit billions rowthey've worked it out, they practiced in the mirror and then all of thesudden there on the phone with a sea level executive and there's this theimposter syndrome kicks in right. There's this fear in the back of theirhead. Now, the three of US Well I'll pee for Carlos and I are jaded andthick skin for multiple divorces- we're not going to be affected by that asmuch. I won't speak for the other other fibers of the team, but when you thinkabout that, what role do you think fear plays in this? So Jad on one hand, I'mappreciative that you think I'm thick skinned, because I have the divorcetwice. On the other hand- and maybe...

...since you know you may be drink coffeeduring the session, I don't think most people realize I wasterrified of talking to people. You know my little voice in my head was you're, not good enough you're, not atthe same level. I had a million fears. This is notsupposed to be us. I don't want to have to pay people for psychotherapy, but I would just say that I look for thepeople that are listening to this podcast and have that little voice inthe back of their head that even now, first off a sits up in board. You wroteit out. You thought it through and you practice what you were going to say.Okay, let's say you got that for because some people don't do that andthen they wing it and then it doesn't go so well, and then you go man yeah!That's that sucked that didn't work. Well, you know it's like you didn'tknow how to ride a bike, but you jumped on one and yeah that first ride reallysucked, as you ran into the tree, okay you're, going to have to put a littlepractice at. But assuming you get past that if you're like me, I still hadthat fear factor. You know you got to find your way over it, because if youreally want this career, the reality is you're going to be talking to people atall levels and even as my career blossomed, up hey you're talking topeople that are always senior to you, wealthier than you, smarter than youyou're, also talking to people in generations that are younger than you,you know have not seen the same stuff as you, and that also becomes a fearright. How am I going to connect with this person my way of overcoming it, and it's funnyyou know, is I always thought of it as hey, I'm going to act like the bestsells rap or best manager vest world WIP that I could be in those moments ofstress and you could call I'm going to fake it till I make it and it workedfor me. It got me over my fear. Now again we still got to practice or skillset. But honestly, it was a big challenge for me and I still have thatlittle voice that POPs up in my head- and I still go back to you- know whatI'm Goin to act like the best value selling professional that I could beI'm going to act like the great entrepreneur that I know I am, and Iknow I could be- and I am going to you know- just try to engage with someoneat their level and to get over the fear of making a connection. We all have itand that's something that I think none of us in me usually talk about you kiand it that such a great point that you raise right. I mean a lot of times,people look in and they see successful folks and they think Oh, my gosh. Theywere always that way. I was that person and grabbed up to Grad school. I wasthat person. When anyone asked a question in a classroom immediately, mypen would fall to the floor. I was petrified that someone would actually,you know, say hey what do you think just because I just didn't want tospeak in front of people and what broke it for me, in addition to preparingpause, which is such a great point, is, is developing that confidence that camefrom sharing my style with someone else and getting feedback. So, in additiondoing the prep work is you know playing it out with a buddy playing it up withsomeone. You know a mentor, someone who can give you good feedback and help youbuild that confident, and I think you know, even as that, we need tounderstand that that you know it's great to get that feed at, becausethat's part of the confidence building process as well. That helps you toovercome that fear out of picking up upon and having those conversations orwalking at the Sea Street and having that conversation, so I got my as like the young person inthe group. I guess I. What are you talking about? We just get cold. I...

...ate this great daily. I hope you do, but I actually got my start trial byfire working for enterprise, rent, a car right out of college with peoplescreaming in my face that they weren't happy with their car rentals or theyweren't happy, with the way that I try to sell the insurance that they don'tneed or whatever and so getting on. The phone was nothing for me after that,and I know I know a lot of the people that I've hired over the years as partsof my career came out of call centers with the same experience, insurance andbanking. They they talk to people on their worst possible days and so you'redealing with people when it's not to do with you. It is nothing personal. It iswhat's going on in their life in that moment, and so when I talk to peoplebut getting on the phone and cold calling, you need to understand thatthis is not about you. If you get somebody on the phone who decides tocurse, you out, I honestly believe that whatever wenton in their day that day affected that much more than your cold called it, andI think it's a shift in mindset. Like often times people are thinking likeI've got to get on this call and close the deal or I've got to get on thiscall and book the meeting or whatever the call is only to establish moreinformation, and if you go in with that mindset of, like I'm gathering moreinformation on this call and not and take the pressure off yourself ofbooking the next meeting or closing the deal, it completely changes yourconfidence. Your mindset you're just talking to people, and I also also sayto people all the time. What, if you sat down back in the day when we usedto sit down on a plane or a train next to a stranger for the next six hours?How do you just talk to them? How do you talk to them about their life? Whatthey do? How do you ask questions? That's all you're doing on this phonecall is being a personable person sitting at a bar next to a stranger ofstriking up a conversation and, of course, I'm not discounting yeah beinghuman and not discounting me that we of course, in sales, we want to do theresearch in advance and, if you're sitting down next to a stranger, youobviously didn't do any research. But you know the idea that that the comfortlevel of the conversation should be we're all human and, if nothing else,this pandemic leveled us all to the same level globally, we all had thesame struggle and in sales we started this the conversations every day withthe same question. How are you doing and we connected to a people, human forsure, and we injected that empathy and humanity back into sales, which is whyrobots didn't take all of our jobs all right? So, let's wrap it up here,I'm going to give each of you thirty seconds to give me that one takeaway,you want the people that are listening to remember when it comes to buildingcredibility getting over the fear, bracing the mindset, whatever it is,give you thirty seconds I'm going to go to Carlos first man. I was hoping youtake me last all right. Here's my one take way offtop of my head: Hey make it about them. So when you're there be truly curiousabout them and there are- and that means, if you're trying to create thatcredibility. Think about the title, the industry, the business that you'retalking to I like listening to a lot of business news, be, I can't stand theother news and it allows me to hear about different businesses and what'sgoing on in them, so I use that a lot of times is a way to try to engage withsomeone. That's what my two sets. I love it all right, Natalie, your turn!Thirty seconds you know make it relevant. You know, do the pet makesure you understand who you're going to talk to? Yes- and I would have theconversations about- do we spend the time on the Plat the prefers worth it,because that's how you really are going to make it relevant to who you'respeaking to and that increases the ARSAT you're going to make thatconnection. So I think more than anything else do the pet make itrelevant all right, perfect and Lisa. It's yourtopic to bring us back to the mountain...

...o thirty size, not judgmental if yousee my back but yeah, so so one of my favorite quotes and ifanybody hasn't watched hed last so yet do it and you'll see how this connects,but, yes, back to yeah great shot back to, as Carlos said, be genuinelycurious. Natalie care about the care about the outcome, I'll say again have more respect for what you do andbeing a master at your craft, because that will elevate your mindset into atotally different level as an individual in any sales role. You weredirectly impacting the bottom line of that company. THINK ABOUT THAT REPEATIT! You are valuable and remember that loveit all right! Everybody that's going to do it for this episode. This was ourfirst experiment. So if you I like this by all means, give us or review sent usan email hell subscribe to the Youtube Channel. So until next time weadvanceing associates with show nothing, but the greatest success. You've been listening to the B TVRevenue Executive Experience to ensure that you never miss an episodesubscribe to the show, an itunes or your favorite podcast player. Thank youso much for listening until next time, e.

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